Inductively Versus Deductively Structured Product Descriptions: Effects on Chinese and Western Readers

IF 1.8 2区 文学 Q3 BUSINESS
Qian Li, J. Karreman, M. D. de Jong
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引用次数: 3

Abstract

This study examines the effects of inductively versus deductively organized product descriptions on Chinese and Western readers. It uses a 2 × 3 experimental design with text structure (inductive versus deductive) and cultural background (Chinese living in China, Chinese living in the Netherlands, and Westerners) as independent variables and recall, reading time, and readers’ opinions as dependent variables. Participants read a product description that explained two refrigerator types and then recommended which one to purchase. The results showed that Chinese readers rated readability and persuasiveness higher when the text was structured inductively whereas Western readers rated these aspects equally high for the inductively and deductively structured text. The results suggest that culturally preferred organizing principles do not affect readers’ ability to read and understand texts but that these principles might affect their opinions about the texts.
归纳与演绎结构产品描述对中西读者的影响
这项研究考察了归纳和演绎组织的产品描述对中西方读者的影响。它采用了一个2×3的实验设计,以文本结构(归纳与演绎)和文化背景(中国人、荷兰人和西方人)为自变量,回忆、阅读时间和读者意见为因变量。参与者阅读了一份产品说明,其中解释了两种冰箱类型,然后建议购买哪种。结果表明,当文本采用归纳结构时,中国读者对可读性和说服力的评价更高,而西方读者对归纳结构和演绎结构的文本在这些方面的评价同样高。研究结果表明,文化偏好的组织原则不会影响读者阅读和理解文本的能力,但这些原则可能会影响他们对文本的看法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.10
自引率
18.20%
发文量
16
期刊介绍: JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.
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